2011 Winners & Shortlists

The Brief

Ikea wanted to use its existing database to get consumers excited about their latest range of bedroom furniture and accessories while also highlighting the functionality of Ikea furniture.

Creative Execution

We designed a pop-up mailer, which looked like the iconic Ikea flatpack box. When opened, a brand new bedroom popped up before their eyes demonstrating the easiness of decorating your bedroom at Ikea.

Describe the creative solution to the brief/objective.

The stylish new furniture needed to stand out and to supplement the Ikea catalog, so a special targeted piece of communication was created to highlight the bedroom range and accessories. We wanted to drive traffic to our showrooms and demonstrate to our consumers how easy it is to transform their bedroom at Ikea.

Results

The Pop-up Bedroom mailer has recently gone live and it is still too earlier to receive official results. However, feedback from sales staff has been positive with a noticed increase of traffic in the Ikea showroom.